Offering Hope and 300,000 Likes

We asked our partners at Hungry Howie’s, “What better cause is there than compassion for our neighbors?”

We quickly realized that pizza could help bring purpose.

So, Hungry Howie’s decided to turn their iconic yellow box pink for the month of October and give a portion of all sales to the National Breast Cancer Foundation as part of a campaign we called Love, Hope & Pizza.

We supported the launch with radio and TV spots integrated with contextual Facebook placements to prime the pump for social media impact along with other tactics I helped write.

These included: outdoor, digital banner and videos, free standing inserts, PR, email marketing, social media assets, POPs, sales materials and truck graphics.

The campaign has reappeared every October with tremendous results including:

• Over $1.7 million dollars raised for the National Breast Cancer Foundation

• 28 consecutive quarters of sales growth with sales increases over 20% in most Hungry Howie’s locations

• Facebook, Instagram and Twitter added over 300,000 fan page likes and increased total social engagement by 26x over previous volumes

• Recall of Hungry Howie’s supporting the fight against breast cancer was 57%

Samples below include: a commercial promoting the campaign, a franchisee testimonial video, a summary video of the campaign and more.